Creative effectiveness for Co Reg Opt in

[mattlindsay]

Tweet

OK Here's an interesting one. We all understand that adding a creative (some visual image) to an offer draws attention and will aid in opt in rates right?

Never being one to accept a "rule of thumb" without checking it out, I decided to run a very simple test. Here are two simple (and I know pretty nasty) sign up pages:

Sign Up Page with text "opt in" message
and
Sing Up Page with Creative "opt in" message (Johnson box and image)
Now, which would you expect to give the higher opt in rate? (All the copy and everything else is exactly the same).

Answer before the end of the day......

[mattlindsay]

Wow, well I thought this might've been quite interesting to a lot of people, but it went in way under the radar.

Anyhow, the point was that the opt in rate ACTUALLY DROPPED when I added the creative and the Johnson box by about 7% over 700 or so sign ups.

Just goes to show that you really have to test EVERYTHING. Even the stuff you think you know!

Final stats? 25.57% to 19.36%. Enough to make a difference.

[Azam.net]

Thank you for sharing the information with us Matt. We need to share more A/B testing results to help each other.

I think the reason the one without the graphic may have done better is because it looks less like an advert.

[deadgoodundies]

I concur with Azam,
2nd one looks like a advert and your eyes are drawn to it as such so are much more unlikely to tick the box.

People are lazy so if it's text with a checkbox they are more likely to tick it. Saying that though that's fine if you want signups by mistake.

[epetoke]

Thank you for sharing the information with us Matt. We need to share more A/B testing results to help each other.

I think the reason the one without the graphic may have done better is because it looks less like an advert.

Saying that i think it is quite important to differentiate an external advert from the actual site registration or people may just tick the box without reading the blurb for what they are signing up for. The con rate might be higher but the quality of leads may not live up to expectation. I think a graphic is a better bet.

[mattlindsay]

Good shout guys.
I do wonder whether the quality of leads is any lower, but, seeing as my leads are passed through a network to the merchant, it's gonna be really tough to find this sort of thing out.

The only way I can think of testing for that aspect, is by changing the blurb to be something AWEFUL (like "tick here to be punched in the face by your monitor and your fingers will be torn off by your mouse") and see if there is an above zero opt in. That percentage opt in should give an estimate of people that don't read the blurb. To be fair though, I would be loath to do that to my site!

Having said that, after chatting with my account manager, she made a good point. It's her issue to worry about lead quality, they will let me know if the quality drops off. I guess I'll just keep working on volume (within reason - not going to do anything nasty here) and when the "low quality" threshold is reached, then work out why.

Sound reasonable?

Anyhow, I just thought people might be interested to know in this A/B aspect to save them a little legwork.

[loquax]

From my point of view, users are becoming more aware of the presence of co-reg placements and perhaps even starting to ignore them.

Reasons being timeshare offers (personally I cannot believe any company is happy to promote these things, but that's another day), mobile phone clubs (especially those when a user is signed up without their true consent or duped into joining), loan applications (i've never met anyone who whilst entering a prize draw suddenly deciding they actually want a loan), book clubs (my users have reported receiving books & being signed up to book clubs without their consent)... that kind of thing makes a user more aware of what they're doing, what they're joining and possibly where their "data" is going to end up - and because of imo poorly managed databases and co-reg systems, those who are trying to do is legit and as it should be done are going to be affected.

Jason

[mattlindsay]

I agree totally.

I know that users are unlikely to be interested in applying for a loan whilst signing up to a game or something, and in my case I almost put up an "opt in phone club offer" before I realised that users would start getting charged for messages right away, so if they didn't read the blurb properly then they would loose money. That's a risk I didn't think was fair. The offer is relevant but the risk is too great that people won't read or digest it fully.

I don't want to jack my own thread, but it does raise some good issues. How could you safely and effectively promote an offer such as that? "Opt in here to join a ringtone club" type offer. It could be good for all parties involved, but it's a minefield to do it fairly!

I do agree though. Try and keep offers relevant to your audience.